If an architect pursues this strategy, he'd better pursue it in the rough also, otherwise players may figure that if the fairway is effectively only 10 yards wide, they should just pound it out there as far as possible and figure a shorter club in the rough is better. Moreso if the hole is a short iron approach anyway.
I don't know if this is true for tour pros, but for me I'd much rather hit a wedge out of some pretty thick rough than hit a wedge from a fairway with the ball 4-5" below my feet. I can handle the ball above my feet lie just fine, but short irons with the ball below my feet give me fits, I'll usually take a couple clubs extra and hit a 3/4 shot rather than trying to bend and spread far enough to catch the ball solid (and just hope the heel doesn't catch earth first.....that does wonders for a shot's direction, let me tell you!)
One thing I think would be interesting would be to test distance control with a driver. These days everyone just bangs away for as much distance as possible or "just enough" (to clear the bunker, dogleg, uneven ground, wahtever) Have some flat spots for about 10 yards, then 10 yards of funky lies for a large section of fairway. The guys who can hit it 320 but can back off to 305 can do so, those who can't would have to less club to find something they can control the distance of. It could be used closer to the green on long par 5s so those who want to layup close need to control the distance, but you can have a large safe flat area if you hang back to the 150 marker.
I guess the only way something like what I'm describing would be done would be if all the land was ripply and you just flattened out certain sections of it. Would seem a shame to mess with such perfect land. The other alternative, adding ripples to flat land, sounds like it could get expensive quick.